Transforming Healthcare through Customer Experience Strategy with Stan Glezer

The program was a dynamic blend of theoretical and practical learning, which made it incredibly engaging. One of the unexpected highlights was our NYC retail tour, where we dove into innovative approaches to customer experience, bringing theoretical concepts to life. The diversity among the participants was also striking; we had people from various countries and industries, which enriched our discussions and offered a multitude of perspectives on applying CX principles in different contexts. The practical approach was exemplified by using real-life retail stores as case studies, allowing us to see customer experience design in action. This holistic approach, combined with the expertise of program faculty directors Bernd Schmitt and Markus Giesler, who were both knowledgeable and engaging, made the learning experience deeply impactful and thought-provoking.

The professors were not just knowledgeable; they were truly passionate about engaging us in the subject matter. Their ability to provoke thought and integrate our diverse experiences into the learning made the course feel more like a collaborative forum than a traditional academic program.

The Retail Tour was a significant highlight. Typically, I visit retail stores with a utilitarian mindset, looking for something specific to buy. The tour made me think about the retail environment from a structured customer experience perspective. The theoretical concepts we learned took physical shape, and I saw them applied with varying degrees of success by different brands. We observed multiple approaches to executing the same CX strategy, akin to a lab or practicum in traditional university courses.

One standout example was visiting a store with black walls and red lights, creating an immersive environment. This design made me feel like I had entered the brand’s world. The store’s layout strategically separated customer flows, with current products highlighted at the entrance and innovative products on a central pedestal. This setup allowed sales personnel to provide tailored support based on the area of the store customers selected. The dynamic interactions with sales staff, who acted as true brand ambassadors, showcased excellence in designing impactful customer experiences.

Absolutely. The idea of designing products not just as a set of features but as components of a desired customer experience influences both product design and the framework of services and environments needed around it. This fosters cross-functional collaboration around a common customer-centric strategy.

While the program might not change what I do, it will impact how I do it. My personal mission is to improve the lives of patients through novel health technologies. Viewing patients as customers and focusing on their experience with technology, rather than just its clinical utility, can increase acceptance and support better adherence and compliance—key issues in managing chronic diseases.